SEO has never been an easy job. In fact, it is arguably one of the most difficult jobs out there in the world of computing. Why? Well, simply because it changes so often and there is no exact formula to achieving the first page rankings that so many companies desire. It is also an extremely competitive industry and one that requires a well organised, smart, up-to-date SEO campaign in order to be successful.
You might think that you’ve got your SEO campaign covered and this may very well be the case, but for how long? In an industry that moves forward as quickly as SEO, you need to be one step ahead of the competition and the search engines if you want long term rankings, but how do you do this? The answer; with video.
Strangely, very few SEO’s appear to be using video in their campaigns at all. Many of them are viewing it as “the latest trend” but it’s much more than that. Video is almost certainly the future of the web and those SEO’s that haven’t yet realised the huge benefits of video are going to quickly fall victim to the competition with SEO’s that have.
Don’t believe me? Here’s 4 reasons why your SEO campaign is truly doomed without video.
#1 – People Love Video
Let’s face it, people love watching videos online and it’s doubtful this is going to change any time soon. Take the recent success of viral sensation, Gangnam Style for example. This video is closing in on a billion views which is crazy when you take into consideration that the global population currently stands at just under 7 billion.
Of course, people love a lot of things; chocolate, money, gold, the love of a beautiful woman/man and you might be thinking; “why should I care what people love? I’m just an SEO after all”. The answer to this question is because that’s your job!
Think about it. Why do you spend hours writing a guest post? Because people love reading great content and will likely link back to it if they love it. Why do you create stunning infographics? Because people love information presented in a visually appealing way and will often share this. SEO is all about creating what people love as this is what attracts attention and inevitably leads to high quality links to your website.
#2 – Google Owns YouTube
What’s the one search engine that every SEO is trying to please? That’s right, Google. It’s the Google algorithm updates that everyone pays attention to and we have to remember, Google owns YouTube.
Why is this important? Well, firstly, it shows the faith that Google has in online video content. Since Google bought the site back in 2006, daily video views have escalated to over 4 billion views per day (and this was reported back in January 2012) and Google has started incorporating YouTube results into their organic search results. Secondly, YouTube is now the second largest search engine in the world (only second to Google). This means there are more searches every day on YouTube than on Bing, Yahoo, Ask.com or any other search engine. Obviously, this means people are searching for video content regularly which presents a huge opportunity for SEO’s and online marketers.
YouTube video views have been rising at an exceptionally high rate since the site first launched and there is no sign of this slowing any time soon. This further emphasises the point that video really is the future of the internet.
#3 – Online Video And Social Networks Are A Match Made In Heaven
As an SEO, you know just how important “social signals” are to Google and other search engines these days. Social shares on Facebook, Twitter and other social networks show that people are actually engaging with your content and therefore, your content must be high quality and also something that Google should be recommending to their users.
Obviously, getting genuine social shares is not an easy task, even with exceptional written content. However, it seems to be a completely different story with video. How many times have you seen a video in your Facebook or Twitter feed? Probably quite a few as people are constantly sharing videos; I see them on a daily basis.
Clearly, as more people see your video, it is going to attract more attention. This can often be media or press attention which can mean a nice, juicy link from their highly authoritative website.
#4 – Your Most Fierce Competitors Are Already Using Video
You know what they say, the early bird catches the worm and when it comes to video and SEO, this might not be far wrong.
Every industry has competitors, both online and offline, and it is quite likely that your most fierce competitors are already using video in their SEO campaigns. The truth is that if you ignored every advancement in SEO (such as the importance of high quality guest posts, social signals etc), your competitors would soon start ranking a lot higher than you and quite soon, you (or your client) would start to lose out on a lot of business.
If you don’t start thinking about video now, you’ll have a lot of catching up to do when you realise that your competitors have already gone through the lengthy process of having a video produced and have also started to integrate it into their SEO campaign, resulting in an influx of highly authoritative links to their site.
Sure, you can try and copy them at this point but the fact you didn’t act first means you’ve already lost the battle. It means your competitors are more “on the ball” and are likely going to be one step ahead of you in terms of SEO for the foreseeable future.
The Final Word
Incorporating video into your SEO strategy isn’t as hard as you might think. You can start by setting up a YouTube channel, sharing your video on social media profiles, adding your video to business directories and of course, your own website. The more of a buzz your content generates, the more attention, links and ultimately sales it’s going to generate for your business.
Remember, you don’t necessarily have to spend thousands on a professional production to create something your target audience will relate to. In fact, some of the most successful viral ads in the world were produced on shoestring budgets. So long as you create something that represents the personality of your business and appeals to your target market, you’re good to go.
Image Credit: Id Software LLC